GROUP 3 INDIVIDUALS AND SOCIETIES Student: Teacher Supervisor:
MINH HOANG (ANTONIO) NGUYEN Mr. Darie Ilies
To what extent does Nike’s product strategy in the marketing mix influence its market share in China?
ABSTRACT My essay is going to cover the 4 main marketing mix that is used by Nike. Showing how Nike plan their marketing strategies to be able to meet the wants and needs of their consumers. My research question is "To what extend does Nike's product strategies of the marketing mix influence its market share in China". In the context of this essay, I was able to use numerous tools in the syllabus such as: The porter ’s five forces analysis, SWOT, Profitability Ratio and product analysis to thoroughly answer my objective. From my secondary research I was able to use this tools to help me develop an in depth analysis of Nike’s marketing strategies. Furthermore, I’ve also went out to collect quantitative data of Nick for my primary research. I was able to fill out my questionnaire by asking Nike’s consumer about their shopping experience. Implementing different perspective upon them, I was able to see how the consumer ’s perspective alter. From all of this, I’ve found out that Nike have made a very in-depth conduction analysis with their marketing strategies upon the Chinese market. Furthermore, with Nike spending a tremendous amount of money into their research and development department. This will enable them to further renovate and innovate their brand image and constantly produce new products. Furthermore, Nike have found ways to connect to their consumers, gaining loyalties. Being a part of the world’s technology exponential, Nike strives to be more emotional appeal as well as reaching consumers instructiveness upon social network platforms such as: Facebook, Instagram and Twitter. Consequently, with all this image, Nike was able to build such a high bargaining power over consumers. This gave them an extra edge as Nike was able to gain marginal profit and continue to grow in the South East Asia Market.